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IBM Learning Solutions EBO - cedma-europe.org Conf 0805 Marketing... · Case Studies Roadmaps Newsletters Catalogue ... IBM Learning Solutions EBO Author: Karen Keasler, Lisa Wearing,

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Page 1: IBM Learning Solutions EBO - cedma-europe.org Conf 0805 Marketing... · Case Studies Roadmaps Newsletters Catalogue ... IBM Learning Solutions EBO Author: Karen Keasler, Lisa Wearing,

IBM…creating the future of learning

© 2005 IBM Corporation

Marketing Collateral

Claire White

IBM UK Ltd

CEdMA Europe Conference, May 2008

Page 2: IBM Learning Solutions EBO - cedma-europe.org Conf 0805 Marketing... · Case Studies Roadmaps Newsletters Catalogue ... IBM Learning Solutions EBO Author: Karen Keasler, Lisa Wearing,

IBM…creating the future of learning

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Topics

What counts as Marketing collateral?

Who is our audience?

How do we target our audience?

Where do you get your budget from?

Global vs Local?

How can we maximise company collateral?

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IBM…creating the future of learning

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What counts as Marketing collateral?

1. Catalogue- printed glossy catalogue

2. Flyers (Trifold or A4)

- concise description on product/service information. Can include promotional text also.

3. Brochures- understand the company’s strategy for a solution, product or service (multi-pages A4)

4. Presentations- high quality content for Customers, internals, partners, conferences, etc …

5. Web (online repository of softcopy collateral)

6. Student materials/kit- classroom handouts and training requirements

7. Roadmaps- flowchart of training paths recommended to follow

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IBM…creating the future of learning

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What counts as Marketing collateral?

8. Customer References/Case Studies- demonstrates proven ability to deploy a product or service to help clients achieve their objective

9. Sales Newsletters- designed for specific target audience about common issues and topics of interest

10. Solution Brief- More in depth description of a solution brief

11. Executive brief (high level discussion on Training)

12. White Paper

13. Data Sheet

14. ....

Top 3?

Page 5: IBM Learning Solutions EBO - cedma-europe.org Conf 0805 Marketing... · Case Studies Roadmaps Newsletters Catalogue ... IBM Learning Solutions EBO Author: Karen Keasler, Lisa Wearing,

IBM…creating the future of learning

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Who is our audience?

IT Professionals ( previous students and new targets )

Training Managers

IT Managers

HR Managers

Business Managers ( sales, marketing, support, finance, etc…)

Board Level Executives

Internal Education/Training Personnel

Internal Sales Teams / Pre-Sales / Services Consultants / …..

Solution Focused and other Company Internal Marketing

Education Re-sell and Delivery Partners

….

Page 6: IBM Learning Solutions EBO - cedma-europe.org Conf 0805 Marketing... · Case Studies Roadmaps Newsletters Catalogue ... IBM Learning Solutions EBO Author: Karen Keasler, Lisa Wearing,

IBM…creating the future of learning

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Who makes IT Training purchasing decisions?

Table 1: Who makes IT training services purchasing decisions?

All decisions Most decisions Some decisions None

HR/Training function (central) 11% 22% 32% 35%

HR/Training function (local) 9% 16% 35% 39%

Dept line managers 5% 16% 49% 29%

Functional directors 15% 20% 36% 29%

Source: Institute of IT Training, Annual Survey Report - 2007

Page 7: IBM Learning Solutions EBO - cedma-europe.org Conf 0805 Marketing... · Case Studies Roadmaps Newsletters Catalogue ... IBM Learning Solutions EBO Author: Karen Keasler, Lisa Wearing,

IBM…creating the future of learning

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How do we target our audience

Collateral

Audience

Awareness Interest Core

Executive ▪ Overview brochure ▪ Catalogue

IT / Training

Manager/Budget

Holder

▪ Overview brochure ▪ Client Presentation

▪ Case Studies

▪ Roadmaps

▪ Newsletters

▪ Catalogue

Student/Individual ▪ Newsletters

▪ Catalogue

▪ Flyer

▪ Roadmaps

▪ Student kits

Internal Sales/Pre-

sales/Services

Consultants

▪ Presentations ▪ Customer References

▪ Sales newsletters

▪ Catalogue

▪ Roadmaps

▪ Flyers

▪ Call scripts

Company Marketing ALL MATERIAL ALL MATERIAL ALL MATERIAL

Address the right audience with effective content

Audience/Collateral Matrix

Page 8: IBM Learning Solutions EBO - cedma-europe.org Conf 0805 Marketing... · Case Studies Roadmaps Newsletters Catalogue ... IBM Learning Solutions EBO Author: Karen Keasler, Lisa Wearing,

IBM…creating the future of learning

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Preferred method of purchasing IT training services

Source: Institute of IT Training, Annual Survey Report - 2007

Page 9: IBM Learning Solutions EBO - cedma-europe.org Conf 0805 Marketing... · Case Studies Roadmaps Newsletters Catalogue ... IBM Learning Solutions EBO Author: Karen Keasler, Lisa Wearing,

IBM…creating the future of learning

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Collateral Budget

1. Budget as part of P&L held by Training Business Manager

2. Use company Marketing budget

What is your budget ?

Is it growing or shrinking YOY ?

If you could spend on 3 items of collateral, what would they

be?

Is there budget for printing or is softcopy preferred ?

Questions:

Page 10: IBM Learning Solutions EBO - cedma-europe.org Conf 0805 Marketing... · Case Studies Roadmaps Newsletters Catalogue ... IBM Learning Solutions EBO Author: Karen Keasler, Lisa Wearing,

IBM…creating the future of learning

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Global vs Local Collateral?

Pro’s…

1. Less production costs

2. Faster to market

3. Consistent messaging

4. ….

Cons…

1. Information not always relevant at country level

2. Does not understand local trends

3. Terminology may differ and be misunderstood

4. Costly to localise

5. ….

Who uses the global approach?

How long have you been doing this and why?

Any plans to change ?

Questions:

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IBM…creating the future of learning

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How to maximise inclusion in Company collateral?

1. Awareness in company Marketing team

2. Understanding the company communication channels per audience

(internal & external)

3. Understanding the company Marketing calendar

4. Links from other company websites to Training

5. Clear and concise material adding value to reader

6. ….

Do you follow a similar approach?

How do you find this?

Challenges?

Questions:

Page 12: IBM Learning Solutions EBO - cedma-europe.org Conf 0805 Marketing... · Case Studies Roadmaps Newsletters Catalogue ... IBM Learning Solutions EBO Author: Karen Keasler, Lisa Wearing,

IBM…creating the future of learning

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Thank you

Not another teacher strike!